Independent brands "rise" in the war.

In February, affected by the epidemic, the production and sales of passenger cars in China dropped by about 80%, only equivalent to the same period in 2006. Terminal inventory has increased sixfold, which has far exceeded the warning line. Some people say that the China auto market, such as the American stock market, is on the verge of being blown. In fact, there are similarities between the auto market and the stock market, and risks and opportunities coexist. The "rise" of domestic brands in adversity is the best evidence.

According to the national passenger car sales ranking published by the Passenger Car Federation, Geely Automobile surpassed SAIC-GM and rose to the third place, second only to FAW-Volkswagen and SAIC-Volkswagen, while Changan Automobile jumped from the eighth place in 5438+ 10 to the sixth place. More notably, Chery Automobile entered the TOP 10 list, leaving Great Wall Motor behind.

Chery stands out from the crowd.

In recent years, Chery Automobile has adjusted its brand structure through a series of reforms, cultivated its internal strength in the process of accumulating strength, and sought the best opportunity to break out. In Yin Tongyue's words, Chery should have accumulated a lot of money.

Last year, the passenger car market in China decreased by 3.4% year-on-year, while Chery Automobile continued to move forward steadily after hitting a record high in sales volume in 20 18. In 20 19, the cumulative sales volume was 745,000, and its own brand increased by 6.9% year-on-year, which made it popular against the trend in the cold winter of the automobile market.

The sudden outbreak of COVID-19 epidemic has put the automobile market in a dilemma in 2020. From luxury brands to joint venture brands to independent brands, the decline has reached a historical freezing point. In February, the worst affected by the epidemic, Chery Automobile unexpectedly appeared in the third place in the wholesale sales list, followed by "strong" brands such as Dongfeng Nissan, Changan Automobile, Beijing Benz and SAIC Volkswagen. In the comprehensive sales list, Chery Automobile pushed Great Wall Motor out of TOP 10, occupying the tenth place.

There is no doubt that Chery automobile has become the biggest dark horse in the automobile market during the epidemic. From the perspective of vehicle sales, Chery Automobile has performed very well in the SUV market. Among the self-owned brand models of 10, there are three models from Chery Group. Among them, Jiewei X70 and Tiggo 8, two explosive models, jointly contributed half of Chery's car sales.

The popularity of Jetway X70 and Tiggo 8 has a lot to do with its excellent comprehensive product strength and Chery's product positioning driven by big data. On the technical level, Chery Automobile's independent intellectual property engine ACTECO has always been its ace product, which is also the technical pillar behind the new Tiggo 8' s continuous sales of over 10,000. As consumers pay more and more attention to the core technical strength of their own brands, Chery, which has been concentrating on developing engine technology all the year round, will naturally stand out.

In addition, Chery Group's car +SUV two-wheel drive strategy also played a vital role, enabling Chery to hit the market with a richer and more comprehensive product line, greatly enhancing its ability to resist risks.

This month, Chery's new generation of Tiggo 7 and Tiggo 7PRO were officially launched, integrating new design, luxurious cockpit, L2+ autopilot and efficient powertrain. Predictably, with the gradual decline of the epidemic, Chery's counterattack journey has just begun, and the main event is still behind.

Geely and Chang 'an rank high.

Geely Automobile, as the leader of its own brand, saw a serious decline in sales volume in February, but the sales volume of 65,438+08,586 vehicles was higher than that of SAIC-GM, only behind FAW-Volkswagen and SAIC-Volkswagen, which was also the best achievement of its own brand in the overall automobile market.

In terms of specific vehicle sales, Geely Automobile can be described as multi-line, and in terms of cars, Emgrand ranked eighth with 3,666 vehicles; In terms of SUVs, Job ranked fourth with 3 1 17 vehicles; In terms of MPV, Cargill also squeezed into the fifth place in the MPV list. Among the three market segments, Geely Automobile is on the list, surpassing a number of mainstream joint venture brands with balanced strength and continuing to go against the market.

If a balanced product layout is the basis for Geely Automobile to gain a firm foothold in the market, then rapid and innovative marketing will enable Geely Automobile to seize the market opportunity during the epidemic.

The online conference of Geely ICON opened a new mode of new car release through Tianyi Cloud HD 5G live broadcast. In the live broadcast, "Geely ICON", like an AI character, released itself from the first-person perspective, interpreted the spiritual core of ICON, aroused widespread concern from all walks of life, and spread its brand concept of "future car" well.

Changan Automobile, once its own brand, has also started a new journey of intelligent transformation this year. The newly released Changan UNI-T is the first model under the brand-new product sequence "Gravity". It was born in a brand-new platform framework, equipped with an intelligent in-vehicle system, and passed the L3 autopilot test. UNI-T has also become a brand-new model among independent brands during the epidemic period, which plays an important role in activating market vitality.

Besides CS35? Besides? 1.4T、CS55？ PLUS、CS75？ Plus Sanjia models also performed well in the terminal market, among which Changan CS75? PLUS ranks second in the SUV list, approaching Haval H6 with 3,668 vehicles, and is expected to dominate in the next few months.

This rise is not accidental.

Media experts in the industry pointed out that the "rise" of independent brands during the epidemic was not an accidental phenomenon. On the one hand, the release of new products of independent brands has not been affected by the epidemic, and they are all heavy products, including Geely ICON, Changan UNI-T and Chery's new generation Tiggo 7/7? PRO, are very competitive products in the market; On the other hand, localized enterprises are more active in network communication, and play more smoothly with new media communication forms such as live broadcast and Tik Tok that joint venture brands and luxury brands do not have.

In addition, because the decision-making level of independent brands does not involve foreign parties, and the supply chain is more localized, the emergency response is faster, and the resumption of work and production is better than the joint venture, which also seizes the opportunity of the "post-epidemic market" for independent brands.

As Geely Automobile said in an interview with the car selection network: "At present, the supply and demand of the industry have gradually recovered, and the marginal impact of the epidemic has weakened. Geely is relatively optimistic about industry sales in March. " The efforts made by independent brands in the early stage of the epidemic also gradually showed benign effects after the epidemic stabilized, laying the foundation for the next "battle".

Write at the end:

At present, as the epidemic prevention and control tends to be stable, car companies and 4S stores have resumed production and work. According to the latest data of China Circulation Association, the retail sales of passenger car market showed signs of recovery in the first week of March, with an average daily retail sales of16,325 vehicles, and the overall sales showed obvious recovery. The overall sales of passenger car dealers and manufacturers rebounded strongly. Industry experts said that when automobile marketing returns to the traditional mode, the automobile market will also be on the right track.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.